Canadian residents cannot partake in the free e-book lending service for Kindle or TV/movie streaming

The brick-and-mortar stores have spent years battling Amazon for its low prices, lack of tax collection, cheap/fast shipping, etc. But now, Target has announced that it will match Amazon and certain other competitor's online prices year-round.

Target said that it will now match the prices of rival websites year-round including Amazon, Wal-Mart, Toys R Us and Best Buy.

Target typically does this over the holiday season, such as its most recent price match program from November 1 through December 16. However, as online shopping continues to grow in the U.S., the company is embracing this method year-round.

According to Target, it will offer a price match when a customer purchases an eligible product at a Target store and finds the same item for a lower price in the following week's Target ad or a local competitor's printed ad. It will also offer a price match if a customer finds the same item for a lower price within one week at the website of one of the above-mentioned competitors.

While this gives Target a competitive edge, Amazon isn't sitting put while rivals rise to the occasion. Amazon recently expanded its Prime services to Canada, where residents can pay the $79 annual fee for guaranteed two-day shipping.

However, unlike the U.S. version of Amazon Prime, Canadian residents cannot partake in the free e-book lending service for Kindle or TV/movie streaming. Amazon said it isn't planning on offering these options in Canada.

Amazon Prime launched in the U.S. in 2005 and typically costs $79 per year, but the e-tailer recently launched a monthly subscription option as well for $7.99.